Sam Harrison Aiming for the Chiswick Brunch Market
Restauranteur explains format change at Turnham Green Terrace venue
Sam's Larder closed after Christmas
February 18, 2024
Sam Harrison was quick to reassure customers that it was au revoir not goodbye when he suddenly shut Sam’s Larder on Turnham Green Terrace in the New Year.
The deli plus café had been open for just over 12 months and many regulars initially feared that it was yet another victim of the fiendishly difficult trading environment in the hospitality business.
Sam told people he had exciting new plans for the site but it is only now that he is prepared to go into detail of what will be the offering on reopening.
Builders allowing, Sam’s Kitchen will begin serving on Monday 18 March with opening hours of 8am to 3pm.
Sam says, “Chiswick is really well served if you want a pastry and a coffee but not so for brunch. This was a staple for Sam’s Brasserie and so it makes sense for us to be doing this offering again.”
He dismisses suggestions that the Sam’s Larder concept was a failure, saying that it was trading profitably and he has recently opened another branch in Brentford near his new Sam’s Waterside restaurant. The original in Crisp Road in Hammersmith continues to operate.
However, he felt he could do more with the site and the usually quiet January and February period offered the opportunity for a change of direction.
It will be the second Sam’s Kitchen and run on the same lines as the original opened last June in Hammersmith with breakfast and brunch classics with a twist made using the same quality of produce that is offered at Sam’s Riverside restaurant which was recently voted as London’s second favourite restaurant in the annual Harden’s reader survey.
Freezers and display cabinets will be removed at the Turnham Green site with the aim of increasing the number of covers to around 35 with space for eight more on the pavement outside. Sam’s Larder favourites such as the Frozen By Sam range of ready meals are still available at the other sites or can be ordered online for delivery.
The Sam’s Kitchen menu aims to combine originality with options that are identifiably brunch such as crab with poached egg and Hollandaise (£16.50), which is one of the most popular items at the Hammersmith site, as well as the standard Full English (£17.50) with vegetarian, vegan and gluten-free variations also available.
Crab and poached egg with Hollandaise is a favourite at the Sam's Kitchen in Hammersmith
The aim will be to have produce sourced locally as far as possible and Abbey, who will be Head Chef at the new venture, has already had conversations with Rosie Fyles, Head of Gardens at Chiswick House, about sourcing herbs and other items from the Kitchen Garden.
The Turnham Green site retains its late licence and Sam envisages beginning to open in the evening in May and June perhaps initially just on Fridays and Saturdays. He believes this will realise the full potential of the site but doesn’t rule out further changes in the future saying that his business is in ‘permanent evolution’ and will respond to shifts in patterns of demand.
The menu will offer items that are identifiably brunch classics with a twist
Sam is adamant that the switch to a new format reflects his optimism about the business which is undimmed since he first came to Chiswick in 2005 to open Sam’s Brasserie.
He acknowledges the huge challenges that the industry faces right now and says that every cost item has been going up while people are cutting back on the number of times they eat out. Chiswick faces the additional challenge of offering so much choice which increases the imperative to be nimble and identify areas of opportunity.
However, he believes the area does offer advantages if you get things right. He says, “The local customer base is so loyal if you consistently deliver quality and my plans for Sam’s Kitchen is an expression of confidence in us continuing to do that.”
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